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A Choice Model with Conjunctive, Disjunctive, and Compensatory Screening Rules

Timothy J. Gilbride and Greg M. Allenby
Marketing Science
Vol. 23, No. 3 (Summer, 2004), pp. 391-406
Published by: INFORMS
Stable URL: http://www.jstor.org/stable/30036705
Page Count: 16
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A Choice Model with Conjunctive, Disjunctive, and Compensatory Screening Rules
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Abstract

Many theories of consumer behavior involve thresholds and discontinuities. In this paper, we investigate consumers' use of screening rules as part of a discrete-choice model. Alternatives that pass the screen are evaluated in a manner consistent with random utility theory; alternatives that do not pass the screen have a zero probability of being chosen. The proposed model accommodates conjunctive, disjunctive, and compensatory screening rules. We estimate a model that reflects a discontinuous decision process by employing the Bayesian technique of data augmentation and using Markov-chain Monte Carlo methods to integrate over the parameter space. The approach has minimal information requirements and can handle a large number of choice alternatives. The method is illustrated using a conjoint study of cameras. The results indicate that 92% of respondents screen alternatives on one or more attributes.

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